UX Hack of 2018 will be content

At the end or start of every year, we get to read lots of articles around top trends/takeaways of the previous year or the coming year. I generally love consuming them as it helps me keep abreast of trends. In few cases, it gives me some actionable takeaways as well.

Out of 25 completed challenges, 40% were on improving conversions. And out of 25 solutions which were considered as accepted on the conversion challenges, 68 % of solutions included Content feedback and hacks.

The above indicates how User Experience(UX) is much more than UI and Content has started playing a very key role in it.

To drill down further to give it more perspective -

Companies which posted challenges were mainly growing startups (both funded and bootstrapped) which represented sectors like E-Commerce, SaaS, On-demand healthcare etc.

And a break up of all challenges by goal type is as below:

The above scenario clearly tells that ‘Awareness is a easier thing to crack than Conversions and Engagement”. And the irony is that we still see more budget being allocated to traffic building than optimizing the site/app to convert from existing traffic. Why is it that traffic is seen as a recurring activity and not UX optimizations? Probably it’s a wake up call for all companies out there.

The 25 solutions for conversions which came in was a balance of Content, UI and Feature. Shown here is the split based on number of solutions which were tagged under a given category. There can be an overlap since a solution can have more than one type of association.

Above validates that UI is just one piece of improving the overall User Experience (UX). Even if we look at a split of all 60 solutions which were accepted by companies, the scenario doesn’t change much -

Thus, it’s high time to stop using the terminology UX/UI.

Digging a bit further in the content solutions, few common patterns that emerged are as follows:

Content

Content is clearly getting more and more importance in how a website or application is designed. The choice of words be it on headline, CTA text, navigation menus, sectional headings, everything should speak in terms that your target audience will understand.

“A concise, crisp and clear content directly impacts the UX and thus the conversions”.

Would love to know, what’s your biggest UX challenge and how you plan to address it?

Disclaimer: The above insights is purely based on limited set of data we had on our platform.

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